The Missed Opportunity in Event Marketing
I was supposed to go to an event today. It sounded like exactly the kind of gathering I'd be into—like-minded people, interesting ideas, the sort of thing that should be a no-brainer. But I'm not going. Why? Because after I registered, the company went quiet. No follow-up, no reminders, no effort to pull me in further. I got the feeling that, in their eyes, the job was done the moment I signed up. That tells me one of two things: they were either lazy or disingenuous with their intent.
And unfortunately, they're not alone.
In B2B, events and webinars are often seen as lead generation engines. Once you register, you’re a "lead". Into the CRM you go and let the SDR pitches begin. But treating registration as the finish line is a mistake. It's not just short-sighted; it's a missed opportunity to build a real connection.
The Strategic Case for Pre-Event Engagement
When someone signs up for your event, they've done something incredibly valuable: they've raised their hand. They're showing intent, interest, maybe even excitement. But intent is perishable. Without reinforcement, it fades.
Pre-event engagement isn't about ticking boxes. It's about deepening the sense of relevance and commitment. It's your chance to actually shape perception, build anticipation, and prime attendees for a richer experience—the kind where they show up ready to genuinely contribute, not just consume.
Why This Matters
Think about the events you've actually shown up for and loved. Odds are, you felt a connection before the event even started. Maybe you got a personal note from a speaker. Maybe you were part of a pre-event group chat. Maybe you just kept seeing reminders that made you feel like this event would be worth your time.
That pre-event runway is where trust starts to build. It's where context forms. It's where community begins to emerge. And all of that makes for a more successful event—not just in terms of attendance, but in the quality of conversations, the depth of engagement, and the likelihood of post-event momentum.
Start With the "Why," Not the "What"
Before you fire off a checklist of emails or throw registrants into an automated sequence, ask yourself: what kind of experience are we trying to create? What do we want attendees to feel before they even log in or walk through the door?
When you start there, the strategy becomes clearer. Engagement isn't just a marketing play—it's a design choice. It's a commitment to showing up for your audience before asking them to show up for you.
Let registration be the beginning, not the end. Because if people feel like they are part of the story before the event even starts, they're far more likely to stick around for the next chapter.
